Adobe Mobile Commerce Survey: 80% Of Respondents Utilize Mobile Web Over Apps

On the heels of our post earlier today regarding a panel discussion at the eTail 2010 summit over mobile apps vs. the mobile Web when it comes to a mobile commerce strategy, Adobe has published a new survey that should shed some light on the debate. Adobe’s “Scene7 Rich Mobile Commerce Survey” was conducted from …   Read More

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On the heels of our post earlier today regarding a panel discussion at the eTail 2010 summit over mobile apps vs. the mobile Web when it comes to a mobile commerce strategy, Adobe has published a new survey that should shed some light on the debate.

Adobe’s “Scene7 Rich Mobile Commerce Survey” was conducted from July 6 to July 23, 2010, to identify businesses’ strategic and tactical plans for mobile commerce over the next year.  The survey received 446 responses from representatives at leading enterprises worldwide – with most coming from North America.  Of the respondents, it found that 80 percent of companies were planning, or had already deployed a mobile website, compared to the 8 percent of respondents that were interested in applications.

Granted, Adobe has a vested interest in the mobile Web over mobile apps — as its Flash technology is more prevalent and accepted there — but the survey still sheds an interesting light.  The survey uncovered four key areas of focus for businesses’ mobile strategies: promotions, commerce, product information and branding.   Seventy-five percent of respondents named promotions as the core of their mobile strategy, validating the mobile channel as an important method to drive traffic and support multi-channel commerce.

“Multi-channel shoppers tend to purchase more; therefore, companies must effectively engage customers by delivering consistent, rich experiences across all channels – including mobile – to maintain and fuel current double-digit e-commerce industry growth rates,” said Sheila Dahlgren, senior director of product marketing at Adobe. “The survey results demonstrate the opportunities that exist for companies to fully leverage rich visualization features to improve their emerging mobile presences and drive cross-channel sales.”  Here’s some other interesting tidbits from the survey:

  • More than 55 percent of respondents cited full-screen image zoom and videos as indispensable viewing features for driving conversion
  • In addition, 96 percent of respondents asserted the most effective visual merchandising features were catalogs & brochures, alternative images, and zoom & pan
  • While only 18 percent of respondents currently utilize rich visual merchandising features for mobile commerce, up to 81 percent of respondents cited plans to deploy these features, thus implying richer mobile experiences will be created and offered over the next 12 months.
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4 comments

  1. Adobe: Mobile Website Adoption Will Be Strong | JasonHarris.Me

    […] must be pointed out (as Mobile Marketing Watch does) that Adobe has a dog in this fight – the company’s mobile initiatives are enhanced by […]

  2. Jane Baker

    There will always be barriers in anything that you do. It's just a matter of how you handle yourself.

  3. @hozo1

    nothing Adobe release in research can be believed … mountains of research for reputable research companies show apps as dominant. their research is as clumsy as their code

  4. Vinay Khandelwal

    I am agreeing to all the 'positives' , but there is a great barrier as well. Unlike the 'open ended' and 'no limit delivery' of content vis a vis internet, there are more than a handful of ifs and buts i.r.o. mobile deliveries. Like, various makes and models requiring different delivery medium, the length of the content messages, navigation limit by the end users. These and some more are the challenges within which one can use mobile as a business and content promotion tool.

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